Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Pet Care in Austria

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Executive Summary

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Pet care has another good year in Austria

Pet care continued to perform well in Austria in 2017 and early 2018, with faster value than volume growth in most categories. Growing pet populations and untapped potential in the use of industrially prepared pet food were the basis for increasing demand especially in the key categories of cat food and dog food.

New raw feeding methods pose no threat to standard pet food thus far

Raw feeding methods such as BARF which pose a potential threat to standard pet food, and to dog food in particular, look set to remain a niche in Austria in 2018 and it seems that many of the early BARF enthusiasts already lost faith in it. Many observers already have the feeling that it is not a sustainable trend and do not expect it to ever have a major impact on the industry.

Private label has increasing power

Mars Austria OG remained the clear leader in pet care in 2017, with leading positions in cat food and dog food, but once again lost notable value share mainly to private label. Traditionally at highly competitive prices, private label increasingly expanded to all price ranges and specialised areas such as pet food with specific life-cycle classifications, natural pet food and functional pet food with specific health benefits.

Grocery retail channels come under pressure

Pet superstores and internet retailing continued to gain sales share from grocery retailers such as supermarkets and discounters in Austria. Internet retailing in pet care was so far mainly driven by pure online players such as www.

Despite an expected slowdown, growth is likely to remain stable

In the forecast period, value growth in pet care is expected to slow down in Austria. In pet food, cat food is expected to continue outperforming dog food as the continuing shift towards smaller dogs with less nutritional needs is increasingly felt.

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